TikTok Server Side Tracking

  • Reduce dependence on cookies
  • Accurate conversion tracking
  • More data for your campaigns
  • Become 100% GDPR compliant
  • Integrates with your existing Google Tag Manager setup

What is TikTok Server Side Tracking?

TikTok Server Side Tracking is an advanced way to measure the performance of your ad campaigns without your data being affected by browser limitations or privacy tools. Instead of placing tracking pixels and cookies directly in the visitor's browser (which is known as client-side tracking), Server Side Tracking first sends the data to your own server.

Benefits:

More control over your data: You have greater control over the data you share with TikTok and other platforms. This is important to comply with privacy regulations and to prevent your data from being misused.
More accurate measurements: Server Side Tracking is more accurate than client-side tracking because it is less sensitive to browser limitations and privacy tools.
Better insights into your performance: With Server Side Tracking, you gain better insights into the performance of your ad campaigns. This helps you optimize your campaigns and improve your results.

Reduce the reliance on third-party cookies

Third-party cookies are a powerful tool for marketers but a concern for the privacy of internet users. More and more browsers, software, and smartphones are moving to block third-party cookies. By 2024, all major players will have phased them out. Server Side Tracking offers the solution to keep your data collection 100% accurate.

No worries, there’s an alternative: Server Side Tracking. This solution allows you to still measure the effectiveness of your TikTok ads without compromising people’s privacy. With server side tracking, you can keep your tracking 100% accurate, even without using third-party cookies. This way, you can continue monitoring which ads are successful and which are not, enabling you to keep optimizing your TikTok campaigns.

Accurate conversion tracking

Accurate conversion tracking is essential for successful TikTok campaigns. Unfortunately, with the blocking of third-party cookies, 10-30% of data is already being missed. This is a problem because platforms like Google and TikTok rely heavily on algorithms and data. The more marketing data you send to these platforms, the better your results can be.

Server Side Tracking is ideal for enriching your data so you can send it to the ad platforms. The server container acts as an HTTP API endpoint, allowing you to send data from various sources to Google Tag Manager, such as your CRM data. This way, you can include additional user data in GTM and forward it to the ad platforms.

Result ⇾ More conversions in your campaigns.

Better aligned with the GDPR

Server side tracking is a powerful tool that helps comply with the General Data Protection Regulation (GDPR). This legislation requires organizations to respect their customers' privacy and protect their personal data. TAGGRS, a server side tracking solution, makes this process simpler and more effective.

With SST via TAGGRS, you have full control over which data you share with different software. You can even filter specific personal data from tracking, which is a significant advantage in terms of privacy protection. TAGGRS has servers worldwide, allowing data to be stored within EU borders, which also aligns with GDPR regulations.

By using server side tracking through TAGGRS, you can ensure GDPR compliance while still collecting and utilizing valuable data to enhance your online marketing efforts. You can provide your customers with the privacy they deserve while making effective use of the data you gather.

Little known fact

When you send parameters in the URL, such as UTM tags, the cookie's lifespan in Safari and Firefox is limited to just 1 day! With server side tracking, the lifespan of this cookie is extended, ensuring that all conversions are attributed to the correct source.

Setting up TikTok Server Side Tracking

In the video below, Lowie Verschelden demonstrates step by step how to set up TikTok Server Side Tracking.

1. Create a Google Tag Manager Server Container

This is the first step, as you need a server container to manage your server side tags. With a server container, you can place tags on your website without having to modify the code. It allows you to manage tags from one central location. We’ve written a blog that outlines how to set up a solid foundation in 7 steps, so you can get started with server side tracking.

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create-server-container-google-tag-manager

2. Install the TikTok Pixel

Tracking conversions is essential for the success of your TikTok ad campaigns. With the TikTok Pixel, you can track visitor actions on your website, such as viewing a product or completing a purchase. This way, you can clearly see how well your ads are performing and make adjustments where needed.

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how-to-setup-the-tiktok-pixel

3. Set up the TikTok Events API

The TikTok Events API is a tool that tracks what visitors do on your website after seeing your TikTok ad. Instead of the traditional tracking method using pixels, this API sends the information directly from your server to TikTok. This gives you better and clearer insights into user actions on your site. It is recommended to run the Pixel and Events API side by side.

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tiktok-events-api

4. Ensure event deduplication is set up

Ensure optimal tracking accuracy with TikTok Event Deduplication. This prevents duplicate conversion counts and guarantees a more reliable display of your conversion data. The result? Clean data that allows you to make better decisions and optimize your TikTok ad performance.

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tiktok-event-deduplication-set-up

Test your settings

Make sure to test your tracking settings to ensure everything is working correctly. This is a crucial step to avoid any issues with your tracking later on.

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